“Global Maclaren Flagship Showroom Concept”
Maclaren is a global leader, uncompromising and visionary, with a passion for excellence that assures its on-going pre-eminence in the world of parenting.
Dedicated to creating innovative and desirable products of the highest quality and standards, Maclaren is at the forefront of style and safety – trusted by
parents and the leader in its industry in all respects. The Maclaren brand represents luxury and prestige and provides an unsurpassed experience to
The project objective is to plan and develop a concept for a Maclaren Flagship Showroom. The Flagship Showroom would occupy prime retail space in the
world’s premier and emerging cities in China and around the globe and embody a luxury concept while providing a space for the buggies’ dynamic features to
be explored. Ideally, elements of the Flagship Showroom could be transferred to Maclaren’s points of sale with retail partners so that a common design
language for the brand is visible in all experiences. The concept should place heavy emphasis on connecting the physical in-store experience to Maclaren’s
brand presence on the Internet.
The Case Study
The team conducted research of the luxury baby and child industry in China, led focused-group discussions with target consumers, and developed a consumer
journey from awareness to post-purchase relationship incorporating the key experiential elements – Digital and Social, Travel and International, and The
Maclaren Handprint. The discovery phase included website, digital strategy, partnership with prenatal spas, and an in-store research kiosk that allows
customers to browse catalogs, research product and place custom orders. The in-store experience phase included a reserved area for “5-second Folding
Challenge” and surface testing to educate consumers on the ease of folding and using Maclaren’s strollers, and get them involved in a community-inspiring,
fun, hands-on experience. The store design also has the children’s play area and an interactive, digital display that provides e-postcard function,
stroller customization, and an option for the customer to view herself against international backdrops. This reinforces the international aspect of
Maclaren and creates an opportunity for feedback from friends and family. International stroller video is played when the magic mirror is offline to bring
iconic international images that reinforce the fact that Maclaren is well-known and used by savvy, on the go parents around the world. Lastly, the
post-purchase relationship phase includes an in-store handprint bar that allows for continued world-class service to maintain and repair the strollers.
Using these concepts, the team designed store renderings to visualize the elements that Maclaren can use going forward.
Tanvi Chaturvedi, Columbia Business School
Adaobi Kanu, Columbia Business School
Vanessa Liao, Columbia Business School
Manola Soler, Columbia Business School
Aarushi Agarwal, Parsons The New School for Design
Su Jin Jeon, Parsons the New School for Design
Judy Seung Mee Lee, Parsons The New School for Design
Shahrouz Varshabi, Parsons The New School for Design